The Stimulative Factors Study Of Customer Relationship In Steady Phase Under Network Environment

Nowadays, the Relationship Marketing has become a hot question for discussion. At the same time, the Customer's Relationship which is the core center and end-result of Relationship Marketing is being paid attention to by most people. The thesis of how to compartmentalize dynamic customer relationship has been studied deeply. But the stimulative factors of customer relationship in steady phase which is most valuable for firm and customer and the characteristics of different phases of customer relationship need to be fatherly studied.On the basis of multiple document-reading and by analyzing the current theories of customer relationship, this article uses the method of demonstration to research the customer colony which have established relationships of different levels with Haler company, and proves the hypotheses of initial model. The conclusion is that the stimulative factors of customer relationship in steady phase consist of customer satisfaction, relational benefits, trust, bond and sentiment reliancy; the metrical factors of customer relationship in steady phase have four dimensions: acceptance of tactics, strong cooperation, relationship commitment and increased investment. On the basis of above, this article studies the mode and degree of the effect the stimulative factors have on the metrical factors of customer relationship in steady phase. Meanwhile, considering the effect of internet, this article research the conditions of these factors. Then based on the research conclusions, this article modifies the initial model and put forward suggestions about how to promote customer relationship to develop and upgrade the level of relationship. In the end, the paper expounds the necessity of this study. Besides the breaking points, there are also some limitations existing in the paper. The researcher hopes that the paper is meaningful and will be used for reference for future research.